BackCountry Edge

Backcountry Edge, Inc. is a family owned operation located in Pennsylvania's Susquehanna Valley.  It's a rapidly growing company specializing in quality hiking and backpacking gear.  They've built our reputation on the highest standards of honesty and integrity, and Backcountry Edge takes great pride in providing thier customers with outstanding service. To bring this unique business to the attention of a national audience, Backcountry Edge uses one of the newest forms of communication: search engine marketing (SEM).

While SEM is critical to Backcountry Edge's sales goals, they don't spend enough each month to justify engaging an agency to manage it for them. Just like so many other small businesses, they've had to keep it in house. Leading their effort is Pam Emery, who has had to learn SEM on the job while fulfilling her responsibilities as a marketing and customer service representative. In the early months of diving into Backcountry Edge's search advertising campaigns, Emery had to manage each one individually and manually. She tracked performance by importing data from Google AdWords and the Yahoo!-Microsoft SearchAlliance into Excel, and then made changes by logging into each one-by-one. Search may have been profitable for the business, but this system of disparate interfaces and tedious spreadsheet analysis was inefficient and often frustrating.

Emery heard of Clickable and signed up for its beta trial. The result? A significant amount of this busy work went away, and a large number of risks and opportunities that she otherwise would have missed were brought to her attention - instantly.

Emery uses Clickable to assist her in search advertising - like a trusted advisor. She can still log into her search network accounts directly, but, thanks to Clickable's "Manage" capabilities, she no longer has to do so for every task. As she recently told Small Business Computing , "It may not sound like much, but especially if you're a small company, to be on one application and be able to manage across many keyword platforms is really great".

In addition to saving time, Clickable brings opportunities and threats to Emery's attention. For example, Emery finds opportunities to save money on keywords that aren't pulling their weight or increase her spend on underperformers. She often uses the Clickable ActEngine to determine which keywords she should act on today and whether she should bid higher or lower. Because Emery knows the nuances of her business best, Clickable gives her the power to adjust goals and actions, and ultimately decide on final campaign decisions. Clickable doesn't eliminate the need for search professionals; it makes them smarter and faster.

An active customer since 2007, Emery has been an active member of the Clickable community, offering continuous feedback to help improve the product. In fact, Clickable incorporates customer feedback into its new product releases - usually every three weeks! Clickable collaborates with customers to rapidly evolve and adapt to the dynamic search-advertising marketplace.